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Introducing a new event in Del Mar.


The apex of every horse racing year is the Breeders’ Cup World Championships, and with Del Mar hosting for the first time in its history, the eyes of the world would be on the seaside oval.

We were challenged with managing all lifestyle PR efforts in the San Diego area over the course of 2017, leading up to the event, and during the Breeders’ Cup itself. Our goal was to generate outstanding, thorough coverage that would introduce this momentous event to a first-time hosting market.

From the initial Breeders’ Cup press conference in February, through the Del Mar summer season, and into the fall leading up to the big event, our message was expansive, inventive, and relentlessly effective.

The Breeders’ Cup coverage saturated the market, and overall, a multitude of media outlets were exposed to the event for the first time.

The effusive publicity generated and curated by MeadsDurket cast a halo effect around an enormously successful event – one that should result in Del Mar becoming a consistent venue for the Breeders’ Cup in the years to come.

Setting new records for economic benefits.


Generated $96.8 million in direct and indirect economic benefits, determined by a recent economic impact study by Sports Management Research Institute (SMRI). The results are the highest recorded for any prior Breeders' Cup event.

193


Positive Lifestyle Editorial Placements

135


TV News Segments

21%


Increase in On-track Wagering